Location: Accra, with daily movement across high-traffic zones where the street sales team operates.
Role Purpose
The Field Sales Manager is responsible for leading, managing, and improving the performance of Akoma’s street sales workforce responsible for distributing sachet products across high-traffic zones in Accra. The role ensures effective field execution through agent supervision, territory management, stock and cash controls, sales target achievement, and continuous coaching of the sales team.
Operating within the three-tier field sales structure, the Field Sales Supervisor converts a large mobile sales workforce into a disciplined, accountable, and high-performing sales channel that consistently delivers revenue growth, product availability, and strong brand presence.
Key Responsibilities
- Supervise and coordinate a team of street sales agents/hawkers across assigned high-traffic zones, in line with the three-tier field structure.
- Allocate daily stock to each agent, track sell-through, and reconcile returns at the end of each trading day.
- Monitor and enforce daily settlement of sales proceeds and resolving shortfalls promptly.
- Recruit, onboard, and train new street sales agents on product knowledge, pricing, conduct, and settlement procedures.
- Conduct regular field visits to zones to check agent presence, conduct, and compliance with assigned locations and pricing.
- Track individual and team sales performance against daily/weekly targets, coaching underperforming agents and recognizing top performers.
- Identify new high-traffic zones for expansion and reallocate agents to the best-performing locations.
- Escalate stock shortages, cash discrepancies, or conduct issues to the Sales Manager, with clear supporting records.
- Maintain accurate daily records of stock issued, sales, returns, and settlements for each agent (spreadsheet/tracker-based).
- Ensure agents are equipped and presentable (branded gear, sachets, change float) before deployment each day.
- Develop daily deployment plans, assign agents to specific territories/routes, and ensure adequate market coverage.
- Provide continuous coaching, motivation, and performance feedback to improve individual and team productivity
- Conduct daily team briefings to communicate sales targets, product updates, pricing, promotions, and operational expectations.
- Ensure compliance with company cash handling procedures and escalate suspected cases of misconduct or fraud.
- Support market surveys to understand customer preferences, competitor activities, and emerging sales opportunities.
- Provide feedback to the Commercial Team on product demand, pricing concerns, and customer behaviour.
Qualifications & Experience
- Bachelor’s degree in Sales, Marketing, or related field.
- Minimum 4–5 years’ experience in field sales supervision, FMCG sales, direct selling, or distribution operations.
- Experience managing sales agents, hawkers, merchandisers, or route-to-market teams will be an advantage.
- Demonstrated experience achieving sales targets and managing field sales activities.
Knowledge, Skills & Competencies
- Strong understanding of FMCG sales and field distribution operations.
- Excellent team supervision and people management skills.
- Strong numerical ability with good stock and cash reconciliation skills.
- Ability to monitor performance and drive accountability.
- Good communication, coaching, and problem-solving skills.
- Strong field execution and territory management abilities.
- Proficiency in Microsoft Excel and sales tracking tools.
- Ability to work independently with frequent movement within assigned territories.
- High level of integrity, discipline, and attention to detail.